Does Your Content Have An Undesirable Smell To It?
Posted on Thu, Jul 22, 2010 @ 09:34 AM
Does your brand have incredible stench to it that makes marketing campaigns difficult to provide viewers with quality content? Do your viewers find that your content is only “good enough” and never exceeds expectations beyond the norm? The Old Spice Man, Isaiah Mustafa, may have a few words for you and your underachieving content. He possesses a humorous ignorance to him which has viewers just dying for the next Youtube video. “The man your man could smell like, but never be like,” he says, making women go crazy about him and men wanting to go for a long run. Old Spice’s campaign began with a twitter comment that could have changed the entire image of Old Spice, whi
ch read “Today could be just like the other 364 days you log into twitter,” it read. “Or maybe the Old Spice man shows up.” And with that comment sparked a viral frenzy for Twitter users. The Old Spice Man began firing off videos last week with answers to questions posted by Reddit, Twitter, and Yahoo users. Someone could ask a question and within minutes, receive a video response to their question. What impact did this have for Old Spice and its image? Well, for me and people I have spoken to about their videos, it has transformed the Old Spice image from a brand for old men to a brand for real man. The Old Spice Man possesses a younger, stronger, more appealing image that is capable of attracting the most desirable women. Let’s review what The Old Spice Man’s campaign accomplished:
Reinvented its Image
With a name like Old Spice it’s only logical that one would assume the deodorant is for old men, not surprising given that “old” is in the title. Go to a CVS and just look at how many deodorant products are on the shelf. Most of the newer products grab your attention with their cooling effects, invisible stick, clinically protecting labels that entice younger generations to buy their products. Old Spice, however, was first introduced in 1937 and improvements have been minimal throughout the years. They have been around for a while and something had to be done to reenergize the Old Spice brand. The Old Spice Man has brought new life to an aging product through a series of hilarious videos that started with their Old Spice body wash commercial.
Real Time
It seems like anyone online in search of an answer isn’t willing to wait more than 5 minutes. The Old Spice Man targeted those itching for answers with video responses within minutes of their questions. Each and every question on social networks was answered. Old Spice was able to create loyalty, an online relationship, and a caring sense for its viewers.
Built Connections
Not only was Old Spice able to reach out to anyone who had questions but they also connected with networks like Gizmodo and Biz. The Old Spice Man not only gave thanks and praise for their tweets but even went as far as making fun of them. His ability to make fun of them, while still expressing appreciation made the videos hilarious. He was able to address the media, celebrities, and news outlets and even designed personalized messages.